INTERVIEW #35 LAURAS UNIVERS

Based in: Aarhus in Denmark, but rent out dresses to everywhere in Denmark. 

Founded in: Lauras Univers (Lauras Universe) was founded in November 2020, and just recently turned one year. 

Founded by: Laura Dalgaard Bech

Ships to: In Denmark but maybe in the future abroad.

Website:  https://laurasuniversweb.dk

Price range: Price range lies between 150 DKK to 500 DKK, depending on which dress you would like to rent. 

Why we love her: Laura is honest, creative and so so driven, something that inspires us a lot. We love the idea behind her business and can’t wait for it to expand to the rest of Scandi, so we can all enjoy her lovely selection of dresses.

What is Lauras Univers and why did you start it?

Lauras Univers is my hobby I started when I was sent home during the first COVID lockdown. I experienced the growing interest in the rental industry, and was quite sure that there would be a market for rental dresses for special occasions. On Lauras Univers I rent out my designer dresses from different brands, and always try to expand with new and interesting dresses. For just a small amount you can rent a dress for only a small part of the original price, instead of going out and buying a new dress every time.

How do you source your products and what to sell?

Before I even buy any dresses, I make sure to look into which brands and dresses are popular at the moment. I buy my rental dresses used, to make sure that I don't contribute to producing more dresses. I get that it is a small amount I contribute, but believe that everything (even the small gestures) can help. 

Where do you find inspiration?

Typically I find my inspiration from different influencers. I watch what they wear and normally let myself be inspired. At the moment I'm very inspired by small local influencers from Aarhus. I feel that they give good dedications for what I can go for. 

 What have been and are the major challenges?

A major challenge as a rental universe can be the constant request for renewal. And I get why, when you rent a dress you expect it to be with some kind of "wow" effect, and most of my renters rent to save money. That is why I work hard to add a new rental dress almost every week. When I first started I expected that the challenge would be that the dresses would be returned with small flaws or some things that would make them harder to rent out again. But that's not a problem at all.

I wouldn't call the constant request for renewal a challenge, maybe rather just a request that keeps me on my toes, which I like. 

What has been the largest gain?

The largest gain is probably seeing all the happy renters, hearing others talk about my universe and getting great and supportive feedback. I think that you always wonder what others actually think about what you do, and of course I was a bit worried when I first started. But it turns out that I had no reason to be worried. I have never felt so sure about a project, as I do about this one.  

What do you think needs to change in the fashion industry to make it more sustainable? 

I think that more and more brands are trying to be more conscious, but we still have a long way to go. It's tough to say where we should start and what to change, but I actually believe that consumers can provide a lot of change themselves. Going for used clothing rather than new would be the ideal solution. But I know that is way easier than done. It's a start, and I think that is what we need. 

What would you advise consumers to do who seek to create a sustainable closet and lifestyle?

Starting small would be a great advice, I believe. Turning your lifestyle around in a day is impossible, but switching a few things out every once in a while would be way easier. Nothing comes overnight, and especially not a whole new lifestyle. I still buy a lot of my personal clothes as new, but I’m getting better, and I believe that's what's most important. And also, I make sure to sell it after, to a new owner, instead of throwing it out.

The best thing about having your own renting store?

I would be lying, it I didn't admit that it is nice to have a whole closet filled with dresses, when I have my own crisis. But I also love that I have created a little universe where so many people have the opportunity to wear a dress they have never worn before, for only a small amount of the original price. I enjoy seeing all my dress all around Denmark and at different occasions. It's an honor to contribute to easier ways and cheaper opportunities.

What's next for Lauras Univers? 

I am expanding, and trying out something new. What it is, is still a secret until I get all the small details in place. But I promise that it will be worth it to take a look at my Instagram in the following weeks. I promise that you will not be disappointed. As I already mentioned, it takes constant renewal, when having a rental shop, and this is exactly what I am doing. I am counting on even more renters the following year and a lot of new dresses.